enhance-brand-equity-improve-purchase-intent

1. Enhance Brand Equity & Improve Consumers’ Purchase Intent Our client’s campaign aimed to position the brand more prominently in the highly competitive cereal market, especially against its main competitor, X. Through this campaign, our client Y strived to enhance brand equity and improve consumer perception. The campaign touched on various product categories, including Cornflakes, Bran, Muesli, and Pre-sweetened cereals, highlighting Y’s focus on breakfast as a vital part of daily nutrition. This article discusses the campaign's impact, consumer insights, and the brand’s competitive stance against X. Impact of Brand Equity Campaign on Consumer Behavior GrapheneAI’s tool evaluated the online responses to the campaign and was able to measure campaign recall and the impact on both consideration and purchase. Statistical analysis was run to compare those who recalled the campaign versus those who did not. Our client's campaign effectively influenced consumer behavior by significantly increasing product consideration and purchase intent. According to consumer responses, the key message resonated strongly, with the highest recall rate compared to other campaign messages. Consumers who remembered the campaign demonstrated stronger purchase intent: 43% of those who recalled the campaign expressed consideration for Y's products, compared to 31% among those who did not recall. Similarly, 24% of consumers who remembered the campaign claimed to have purchased a Y product, compared to only 18% among those who did not recall it.

2. Consumers’ perceptions of Y’s cereals centered around attributes like nourishment, breakfast being the best meal of the day, and cereals as improved nutritional choices. Some statements were common among those articulating the importance of breakfast, highlighting how the campaign successfully embedded the notion of health and well-being in its messaging. Brand Equity Comparison: Our Client Y vs. Its Competitor X Y sustained a competitive edge over X across most categories, although the latter led to value perceptions. The two brands’ rivalry was most apparent in categories like Cornflakes and Bran, where Y had superior brand ownership for various attributes. In contrast, X held stronger positions in crunchy texture and price-related perceptions. 1.Cornflakes Category In 2021, Y maintained dominance in the Cornflakes category, improving it is brand equity despite the minimal changes in consumer perceptions between 2019 and 2021. While both brands achieved an elevated level of recognition, Y held stronger associations with distinctive attributes like being part of a "healthy lifestyle," offering "great taste," and being "loved by children." On the other hand, X led in terms of value perception, specifically in offering "worth the price." Y’s strength lies in key attributes such as high quality, a reliable source of fiber, and compatibility with dairy products. These attributes gave the brand a competitive advantage as consumers increasingly sought products that supported health and wellness. Notably, X retained ownership of more price-sensitive attributes, reflecting its competitive pricing strategy. 2.Bran Category In the Bran category, Y solidified its leadership by owning all the key brand attributes in 2021. Consumer conversations about the product highlighted Y’s superiority in areas such as fiber content, taste, and health benefits. Between 2019 and 2021, Y significantly widened its gap with X, with a notable increase in brand equity from 91 to 93, while X’s brand potential score declined from 76 to 73. This result reinforced the brand’s stronghold on the healthy cereal category, where consumers increasingly viewed Y as a reliable source of nutrition. 3.Muesli Category The Muesli category showed more mixed results. While Y strengthened its equity score in 2021, Z, another major player, posed a significant challenge. Z dominated in key areas such as being "a good source of fiber" and offering "worth the price." Our client Y owned several vital attributes, including the perception of being "a great breakfast option" and having "no artificial ingredients." However, Z’s ability to capture the value-conscious consumer segment indicated that Y needed to make further efforts in price and value perceptions to compete effectively in this niche category. Brand Equity in Pre-Sweetened Cereal and Other Categories The pre-sweetened cereal category exhibited positive sentiment growth in 2021. Our client Y focused on aligning these products with family values, ensuring that they were seen as not only a sweet indulgence but also part of a wholesome breakfast. The brand successfully emphasized attributes like being "great for kids" and "loved by children," helping to create an emotional connection with consumers.

3. Despite X and other competitors making strides in the value segment, Y campaign demonstrated success in expanding its consumer base by emphasizing health, nutrition, and premium quality. Even in categories like instant noodles, where Y was a new player, the campaign yielded an increase in positive opinion, though the brand still trailed far behind established brands. Brand Equity Challenges and Areas of Opportunity While the Y campaign delivered significant gains in several categories, challenges remain, particularly in value perception and some niche categories like Muesli. X’s strength in offering value for money and Z’s dominance in the fiber-rich cereal segment highlight the need for our client, Y, to develop strategies that cater to price-sensitive consumers while maintaining its premium brand positioning. Furthermore, in categories like instant noodles, where Y does not yet have strong brand ownership, the brand needs to establish a more distinct identity and leverage its healthy image to differentiate itself from competitors. The study also uncovered additional insights specific to the client brand and its product offerings; these are not to be disclosed in the interest of confidentiality.  Implement Brand Equity Analysis Based on AI Our client, Y’s campaign was successful in enhancing brand equity and driving consumer consideration and purchases, particularly in key categories like Cornflakes and Bran. By emphasizing health, nutrition, and family values, Y has solidified its reputation as a premium breakfast option. However, though opportunities for growth remain, the brand continues to evolve in the market, and balancing its premium image with affordability and value will be key to sustaining long-term success. Businesses' understanding of their market position and customer interactions is changing because of the incorporation of AI in brand equity and benchmarking studies. Businesses can make data-driven decisions that are in line with consumer demands and market dynamics when they possess the capacity to handle vast amounts of data and derive valuable insights. AI-driven market research presents a special chance for firms to find undiscovered success factors, enhance their product lineups, and solidify their place in a market that is becoming increasingly competitive. Contact us at GrapheneAI to gain benchmarking insights and understand how you can improve your consumers’ purchase intent.